Consumer E‐Loyalty to Online Travel Intermediaries

Abstract

The Internet has been increasingly viewed by consumers as the preferred channel to search and purchase travel products. The purpose of this study was to identify and examine the antecedents of consumer loyalty toward online travel intermediaries. An integrative model of consumer e‐loyalty was developed, positing that perceived value, perceived quality, and consumer attitudes toward e‐shopping had significant and positive effects on attitudinal e‐loyalty which, in turn, influences behavioral e‐loyalty. The findings suggested that perceived quality had the strongest effect on consumer attitudinal e‐loyalty. This study provided insights for online travel intermediaries in identifying important e‐loyalty drivers, understanding consumer needs, and improving online performance.

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